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Consumer Marketing

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POLK SHEDS CONSUMERS

POLK SHEDS CONSUMERS

Posted on April 1, 2000 by Chief Marketer Staff

Detroit-based R.L. Polk & Co. sold its Consumer Information Solutions direct-marketing division to Equifax, Atlanta, for $260 million. The purchase gives credit-reporting powerhouse Equifax North America’s largest self-reported lifestyle and demographic consumer database. The Polk businesses – Direct Marketing, Data Information Services/Polk Verity, Compusearch/Prospects Unlimited, and Polk City Directory – track 180 million consumers in 105 million households. Equifax will keep its consumer credit database separate.

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